Marketing strategy for WILMAN - II; WILTECH

Abstract

The aim of the project was to devise B strategy for WILMAN - II in face of the increasing competition in the market with focus on the metros and the second class towns. Bangalore was chosen for the study as a representative of the metros and Belgaum , Hubli - Dharwad were chosen for the study as samples of second class towns. The project initially involved a detailed market study of these areas and based on observations a strategy was designed .It was observed that WILHAN is the most widely distributed twin blade brand but it is still not perceived as the best quality product in the market. The strategy aimed at beefing up WILHAN's image in the metros by concentrating on the launch of SWIVEL to reinforce WILHAH' s image of being the market leader in quality products . For the second class towns it was discovered that there was a lot of potential in the van market and these markets required twin blade concept selling in order to increase the twin blade market size. This is being implemented in Belgaum by visiting all the talukas on a WILHAM-II van and the initial feedback has been very encouraging.